• Events and experiences Means to become part of special and more personally relevant moments in consumers’ lives.

• Events can broaden and deepen the sponsor’s relationship with its target market, but only if managed properly.

FIRMS CREATE THEIR OWN EVENTS AND EXPERIENCES TO AROUSE

CONSUMER & MEDIA INTEREST AND INVOLVEMENT.

Event creation is a particularly important skill in publicizing fund-

raising drives for non-profit organizations

Fig. A major Times Square event tosupport the launch of a new lineof GE Profile washers and dryers

was part of an extensive integratedmarketing communications

program.

Events Objectives Marketers report a number of reasons to

sponsor events To identify with a particular target

market or lifestyle To increase salience of company or

product name To create or reinforce perceptions of

key brand image associations To enhance corporate image

To create experiences and evoke feelings

To express commitment to the community or on social issues

To entertain key clients or reward key employees

To permit merchandising or promotional opportunities

CHOOSING EVENTS

Major Sponsorship Decisions

The event must meet the marketing objectives and communication strategy defined for the brand.

The event must have sufficient awareness, possess the desired image, and be capable of creating the desired effects.

CRICKET WORLD CUP SPONSORS

DESIGNING SPONSORSHIP PROGRAMS

• Marketing program accompanying an event sponsorship ultimately determines its success.

• At least 2 to 3 times the amount of the sponsorship expenditure should be spent on related marketing activities.

• More firms are VOLUNTEERING their names to sponsor arenas, stadiums, and other venues that hold events.

MEASURING SPONSORSHIP ACTIVITIES

Supply-side methods The supply-side measurement method

focuses on potential exposure to the brand by assessing the extent of media coverage, and the demand-side method focuses on exposure reported by consumers.

Demand-side method This Identifies the effect on consumers’

brand knowledge by sponsorship.

Creating Experiences The idea is not to sell

something, but to demonstrate how a brand can enrich a customer’s life.

Companies can even create a strong image by inviting prospects and customers to visit their headquarters and factories

RECAP

EVENTS & SPONSORSOBJECTIVESMAJOR SPONSORSHIP DECISIONSMEASURING SPONSORSHIP ACTIVITIESCREATING EXPERIENCES

DISCLAIMER

Created By Satyam Singh, IIT BHU VARANASI ,during an internship by Prof. Sameer Mathur , IIM Lucknow .

www.IIMinternship.com